Can a beer be so normcore it incites a hipster riot?

Garagista

Can a beer ever just be a beer any more, or is it impossible for any brew to escape the frisson between the craft and mainstream beer camps? Well, a new limited edition beer out of Cape Town, South Africa, thinks it is. Or at least that’s what we think the image it’s trying to convey is.

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The marketing for the beer, called Garagista, seems to be both playing up to the hipster requisites of limited availability, a well designed label and intentional obscurity (as far as we can tell, it doesn’t have an actual website) and trying to position itself as nothing more than a well-made beer for people who like well-made beers.

It does however seem to lean a little more toward the latter.

“In a world where some people care more about the craft beer image than the actual beer,” Garagista says on its Facebook, “we care about one thing — damn good beer.”

Anyway, check it out this awesome video for the ad, which plays more like something out of a well-crafted sketch show than your run-of-the-mill ad. Some of its print ads, which you can find on the company’s Facebook page aren’t bad either.

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